Factors effecting tourists’ behavioral intentions through short tiktok video. Mediating effect of flow experience and satisfaction

Abstract

The tourism industry is a key factor in the economic growth of countries such as China. This study explores the effect of information quality on TikTok, the most popular platform for short videos, and how it influences the flow experience, satisfaction, and tourists' intention to visit Chongqing, China. This study investigated the function of flow experience and satisfaction as mediators in the context of Chinese tourism. This research is based on the stimulus‒organism‒response (S-O-R) model, which is the primary theoretical framework. The data collection was conducted using a cross-sectional approach, primarily focusing on TikTok users in China through the Questionnaire Star platform. Of the 384 questionnaires that were distributed, 337 were considered valid and were included in the research. This study utilized partial least squares structural equation modeling (PLS-SEM) to assess the hypotheses and verify the reliability and validity of both the measurement model and structural model. The findings indicate that information quality significantly influences tourists' inclination to take action and emphasize the relevance of flow experience and satisfaction in mediating this connection. This research not only enriches the theoretical understanding by extending the S-O-R model but also has practical implications for scholars in the fields of tourism, policymakers, and government agencies. The research concludes by outlining the limitations and future directions.